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P&G presentation at Cannes

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Part of a tongue in cheek presentation (and website) made to honor Proctor & Gamble as the Advertiser of The Year at Cannes. …

Part of a tongue in cheek presentation (and website) made to honor Proctor & Gamble as the Advertiser of The Year at Cannes.
Agency: TBWA Chiat Day Los Angeles
Art Director: Laura Sweet, Copywriter: Rich Siegel


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Transcript

  • 1. Breakthrough in Creativity Quantified, Qualified, P&GifiedP&G named 2008 Advertiser of the YearBreakthrough in Creativity:Quantified, Qualified and P&G-ified
  • 2. Thank You’s Over the years we’ve thanked our advertising partners for raising the level of creativity at P&G. This year, we were named 2008 Advertiser of the year and we can’t thank you partner enough.Caption & ANNCR: Over the years we’ve thanked our advertising partners for raising the level of creativity at P&G. This year, we were named 2008 Advertiser of the Year and we can’t thank our partners enough.
  • 3. We are extremely proud to be recieving this honor, but know we couoldn’t have done it without our partners agencies and their:Caption & ANNCR: We are extremely proud to be receiving this honor, but know we couldn’t have done it without our partners agencies and their:
  • 4. Caption & ANNCR: * Persistence
  • 5. Caption & ANNCR: * Commitment
  • 6. Caption & ANNCR: * Imagination
  • 7. Our first trip to Cannes was in 2003, a year when P&G advertising achieved record brenchmarks.Caption & ANNCR: Our first trip to Cannes was in 2003, a year when P&G advertising achieved record benchmarks.
  • 8. Slide 8: Pie Chart showing 98% Clarity and 2% Entertainment Value.
  • 9. Slide 9: Pie Chart showing 99% Rationale and 1% Emotional
  • 10. huge just right Logo SizeSlide 10: Line Chart showing Logo size increasing
  • 11. Testing revealed we were doing many things right, but Focus Groups indicated we were doing some things wrong.Caption & ANNCR: Testing revealed we were doing many things right, but Focus Groups indicated we were doing some things wrong.
  • 12. Picture of a focus group woman frowning.
  • 13. Picture of a focus group boy who just ate something sour.
  • 14. Picture of a woman sleeping through a focus group.
  • 15. ANNCR: We realized we couldn’t continue selling our products they way we had. Illustration Animation: Hammer about to hit head.
  • 16. ANNCR: We realized we couldn’t continue selling our products they way we had. Illustration Animation: Hammer hits head
  • 17. ANNCR: So we went to France.
  • 18. ANNCR: But the reception was not exactly warm.
  • 19. Confusion 15 12 9 6 3 0ANNCR: The creative community just didn’t know why we were there. * Confusion
  • 20. Confusion 15 Elitism 12 9 6 3 0Slide 20: Elitism
  • 21. Confusion 15 Elitism 12 Resentment 9 6 3 0Slide 21: Resentment
  • 22. Caption & ANNCR: But going to Cannes helped us identify a major problem.
  • 23. Problem: Low Creativity
  • 24. Solution: Increase Creativity
  • 25. Launch of Operation Increase Creativity
  • 26. ANNCR: We asked our partner agencies to add a new dimension to the work.Venn DiagramsCircle One: Strategic ThinkingCircle Two: Crystal Clear ClarityCircle Three moves into the picture and creates a new Venn diagram. Shaded area is called the Sweet Spot.
  • 27. Lions Won The operation yielded immediate results.ANNCR: The operation yielded immediate results.
  • 28. ANNCR: And thanks to the hard work of our partner agencies, continued producing results.
  • 29. Awards Sales Not only were we winning awards, we were winning new customers.ANNCR: Not only were we winning awards, we were winning new customers.
  • 30. ANNCR: This brought a smile to the brass.
  • 31. ANNCR: We had learned an important lesson in Marketing.
  • 32. ANNCR: During the next few years, P&G enjoyed a creative renaissance. (Photos of P&G people with Lions and awards)
  • 33. ANNCR: We had also learned that creativity can be applied in new ways to improve our world. (PR photos of people doing charity work on behalf of P&G)
  • 34. ANNCR: And we recognized our obligation to promote creativity. (Photos of students and teachers at VCU and Miami Ad School)
  • 35. ANNCR: It has been a remarkable journey.
  • 36. ANNCR: That has produced tangible results.
  • 37. Slide 31: Charm
  • 38. Slide 32: Humor
  • 39. ANNCR: But the journey is far from complete. Because in the same breath that we are thanking our partners for making us The 2008 Advertiser of the Year.
  • 40. ANNCR: We’re challenging them to raise the bar on Creativity for Procter & Gamble.
  • 41. Caption and ANNCR: We want to thank our partner agencies once again for all their hard work. Without them this award would never be possible.
  • 42. Caption & ANNCR: We also want them to know that they hold a special place within the P&G organization.
  • 43. Partner Agencies Massive Org. Chart showing thousands of branches and offshoots. Somewhere amongst all that bureaucracy is a branch labeled and highlighted: Partner Agencies.
  • 44. Appendix:(The three links removed from earlier slides)